Automotive Survey:What Digital Drivers Want

10%10%

10%

10%

30%

10%

10%

Accenture conducted a global survey of 10,000 consumers, in December 2014, across eight countries to determine their digital experiences and expectations before, during and after buying a car.

60%

40%34%

26%

15%

10%5% 11%

36-45

46-55

56-6565+ 18-24

25-35

AgeRange

10%

United States

Brazil

France

Italy

Germany

India

Japan

China

Overwhelmingly in 2014, most consumers purchased a new car vs used, surpassing new purchases from the 2012 study.

0 1 1 8 4 30

50,001-70,000 miles / (80,001-112,000 km)1%

30,001-40,000 miles / (48,001-64,000 km)3%

40,001-50,000 miles / (64,001-80,000 km)1%

15,001-20,000 miles / (24,001-32,000 km)9%

11%

11%

11%

13%

14%

20,001-30,000 miles / (32,001-48,000 km)7%

10%

9%

Did you purchase the car?

87% New

Used11%2% Leased

2014 2012

44%

56% New

Used

On average how many kilometers/miles do you travel in your car per year?

Average Miles

12,001-15,000 miles / (19,201-24,000 km)

10,001-12,000 miles / (16,001-19,200 km)

9,001-10,000 miles / (14,001-16,000 km)

7,001-9,000 miles / (11,201-14,400 km)

5,001-7,000 miles / (8,001-11,200 km)

3,001-5,000 miles / (4,801-8,000 km)

Up to 3,000 miles / 4,800 km

Not purchased/leased was added in 2014

In 2012, 44% of consumers planned to buy within a 6 month to 2 year period. Again, the 2012 sample included those with cars over 3 years old, so this would have some effect as their cars would be more likely to need replacing.

When do you expect to replace the car that you drive most often?

Within the next 3-6 months

No idea yet/no plans

Within 2-3 years

Beyond 3 years

Within the next 3 months

8%14%

13%

16%13%

Within 6 month to 2 year period

Consumers look to smaller vehicles on a whole for transport needs. Particularly in emerging economies (India and Brazil), smaller, compact cars are preferred.

Sports Utility Vehicle (SUV) Luxury Car Vans

Middle/ Intermediate Car

Compact CarLarge Intermediate/

Upper Class CarMini/Small Car

31% 31% 12% 11%

11%2%

1%

Which model/size of car do you drive most often?

A large portion of the sample plan to trade in the new car within 6 months to 2 years.

44%2012

Within the next 6-12 months

Within 1-2 years

38%

19% 19%

What factors are extremely influential on your decision when buying a car?

2014

Family and friends in 2014 were the second most influential factor in 2014, falling to second place in comparison to the 2012 study here it was the top selected at 58%.

The need to replace a car was unsurprisingly the most influencing factor in 2014.

41% 58%

2012

Salesman/visiting the dealership in person

Automotive sites/reading online publications of car magazines

Manufacturers’ websites

Motor shows Offline information TV reviews

49%

38% 36%

35%

40%

34% 33%

Manufacturer advertisements

Social media such as Facebook and Twitter/customer feedback

Dealer websites

33% 32% 32%

Online content about cars is an essential part of the overall path to purchase. Consumers are more likely to start their search online and then visit a dealer.

I narrow down the choice to one or two cars via manufacturers web information and then go to the dealer

I visit a dealer, do additional manufacturer and third party web based research and then make my decision

31%

I do my research and then call the qualified call center to book a test drive

13%I do my initial research through social media (people’s reviews/ comments) then go to the dealer

7%I do not use the website at all – I just visit the dealer and trust his/her advise

When searching for a new car to purchase which of the following most closely describes the process you use?

Which of the following would help make the process of researching for a new car via online channels easier? Consumers seek personalized information on cars, virtual car demos and look to online comparison sites when researching a new car online.They are less interested in interacting with sales or dealers online during the research process.

13%

Having Information tailored to my needs

Virtual demo of new car model

Comparison shopping sites 51%

Augmented reality to instantly access information about the car 48%

Virtual assistant available to give expert advice 34%

Online “chat” with dealers 26%

None of the above 8%

54%

52%

36%

Consumers are marginally more satisfied with their car purchase in 2014 than 2012, as more respondents are vocal about being “extremely satisfied” which has nearly doubled compared to 2012.

14%

27%

19%

8%6% 5%

7%8%

5%2%

Extremely satisfied Extremely dissatisfied

10 9 8 7 6 5 4 3 2 1

60%

8%

23%21%

14%

12%

5% 4% 4% 4%5%

TOP 3: 60%

TOP 3: 52%

Using a scale of 10 (extremely satisfied) to 1 (extremely dissatisfied), how would you rate your overall purchasing experience with the car that you most recently purchased?

52%

2014 2012

Around two-thirds of consumers state free oil changes/maintenance would influence their decision to purchase.Club memberships and music downloads are of less interest to consumers – they are focused on benefits that give them direct financial savings rather than “extras.”

Access to manufacturer’s

partner membership services without

paying the annual fee

A test drive tailored to the

car chosen on the manufacturer’s

website

Car membership club with special benefits. The level of membership will depend upon the value of

the car bought

Free music/entertainment

downloads with car purchase

50% OFFno annual fee

54% 40% 32% 20%

Evel is et porrum volupta quasim veliquia si comnisqLaborios ditatem olorat.Aque pernam, in

BUY

Consumers appear to be slightly less confident about making an entire purchase of a car online.Perhaps as some consumers have now had more online purchasing experience they can now foresee the potential problems/weaknesses.

Yes definitely

Yes possibly

No

2014

25%

42%

33% 2012

7%

59%

34%

Which kind of customized services would influence your choice of buying/leasing a new car?

Given the opportunity, would you go through the entire purchase of a car directly online, including financing, price negotiation, the back office paperwork, and delivery to your house?

Free oil changes/maintenance

options

68%

Consumers on a whole are interested in value-added services post purchase, especially on discounted offers.The focus is on direct/immediate savings that are tangible.

Discounts on fuel

Manufacturer and third partner specials offers throughout the year

Remote check of my car and a software update

Mobile phone reminders for annual

service checks

Personal pick up service from my house to

dealership for servicing

Discount travel offers

Guide of local points of interest while

driving

25% OFF

Which special offers or valued customer services would you like to receive after you have completed the purchase of your new car?

Discounts on car

insurance

62% 51% 42%

41% 40% 25% 19%

65%

The vast majority of consumers are interested in special maintenance offers from dealers, but there’s a steep drop off after that to interest in other services from dealers.

Special maintenance service offers

69%

Special offers from your current

vehicle manufacturer

45%

New technology

add-ons

42%

Part exchange deals

available if you upgrade

your car

41%

Performance comparisons

over the lifetime of your car

40%

Additional accessories purchased by others

who bought a similar car and could

be valuable to you

33%

Info on new models

being developed for your current

make of car

30%

Other owners experiences/comments on your make/

model of car

28%

Which of the following additional information would you like to hear about directly from your dealer or manufacturer?

In 2012, consumers appeared to be more interested in general in any information/offers from dealers.

Top 3 in 2012:

80% 78%89%Special offers for current vehicle brand owners

Part exchange upgrades

Additional extras for your car after purchase

Overall, consumers appreciate all the proposed digital experiences at the local dealership with over half of consumers on most options finding the potential services appealing.

How appealing or unappealing are the following digital customer experiences at your local dealership/showroom?

Though aftersales is weaker, most of areas need streamlining to ensure that consumers can get the information/sales experience that they require and feel that they can currently get from the “personal contact.”

From car buyer to car owner and user, which stage in your journey provides the weakest digital experience?

Info on digital security options

Ability to transfer data to and from your mobile device

Transfer from mobile to car features–all music, contacts, calendars, etc

Interactive touch display at dealership to get car information

Virtual test drive

Wi-Fi hotspot in car

57% 57% 54%

53% 53%

Trade-in value of current vehicle

Aftersales

Model-specific details

Pre-sales online

information

Pricing/pricing of extras/add-ons available

onlineFinance options

Pre-sales advice

from online salesmen

20%

48%

Summary of appealing digital experiences

17%16% 15%

12%11% 9%

Interestingly, only 13% of consumers believe the car industry will be disrupted by digital means.Personal interaction currently appears to still be an important part of the purchase process.

How would you see your digital/online experience of buying a car change in next three to five years?

The digital experience will help the process but the requirement for personal interaction will remain for advice, personal service, and being able to view the car

8% Car purchases will be viable with the click on your phone/mobile

13% Car purchasing is not an industry that can be disrupted by digital means

Customers will be able to purchase nearly the entire car online but the final paperwork will still need to be completed in person

22% Customers will be able to buy, finance and have a car delivered completely via an online interaction

20%

37%

If you purchased a car directly online, which of the following would be the main parts of the overall traditional buying process you would miss? The main experiences buyers would miss are interactive, physical connections with the car itself which aligns to the 2012 data. Test driving and reviewing the models – physically viewing the car – would be most missed by consumers.

56%

47%

26%

26%

28%

32%

42%

70%

71%

65%

65%

69%

54%

68%

The test drive

Reviewing the models in person

Negotiating with the salesperson on price

The feeling of excitement in the showroom

Negotiating with the sales person on trade in

Understanding the full options list

20142012

Contact/Additional insight from the dealer

Although there are some statistically significant differences in a new or used car purchase, on a whole, consumers are amenable to purchasing in an auction.

Would you be interested in online auctions to buy

a new car?

Would you be interested in online auctions to buy

a used car?

Which of the following have you already done online and which would you consider?

63%37%

YES

NO

46%YES 54%

NO

Traded in an old carOrganized a pickup out of hours after a service

Bought a new carOrganized financing for a car

Paid for your car serviceBooked a service for your car

Sold an old carBought tires and organized fitting

Done Would consider Neither have done nor would consider

POST

BUY36

MOS. TRADE

PAY BOOK

SOLD

33% 21%

46%

29% 25%

46%

27% 26%

47%

21% 30%

49%

11% 39%

50%

15% 32%

53%

16% 31%

53%

17% 35%

48%

Consumers believe they are “extremely” tech savvy with 30% being considered as “Natives.”Only 10% believe they are at the low end of tech savviness, illustrating a good opportunity in the future digital car purchases.

Using a scale of 10 (extremely tech-savvy) to 1 (not at all tech-savvy), how would you define yourself in respect of technology usage?

Summary

Extremely tech savvy Not at all tech savvy

Beginners (6, 5, 4)

Natives (10, 9)

Primitive (3, 2, 1)

10 9 8 7 6 5 4 3 2 1

30%31%28%

11%

Advanced (8, 7)

11%

19% 18%

13% 13%

9%6% 6%

3% 2%

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